FROM SCROLL TO CART: THE INFLUENCE OF TIKTOK

SOCIAL MEDIA MARKETING ON STUDENTS’

ONLINE IMPULSE PURCHASES

A RESEARCH

Presented to the Faculty of the

School of Business and Management

Xavier University - Ateneo de

Cagayan de Oro City

In Partial Fulfillment

Of the Requirements for the Subject

BA 25 THESIS

Submitted by:

ARANAS, JOHN MARK

CHIU, ISABELA JULIA
DAVID, YESHUA MARION
TIU, AIKHIE BABARAN
UA-O, AWESOME JOHN M.

Submitted to:

TONI ROSE T. FABROA, DBM

 CERTIFICATE OF ORIGINALITY

This is to certify that we assume full responsibility for the work titled “FROM SCROLL

TO CART: ASSESSING THE EFFECT OF TIKTOK SOCIAL MEDIA MARKETING ON

STUDENTS’ ONLINE IMPULSE PURCHASES” submitted as a requirement for the

degree Bachelor of Science in Business Administration at the School of Business and

Management, Xavier University – Ateneo de Cagayan that the work is our own, that

this is original except as specified in the acknowledgments, footnotes, or in the

references and that this has never been submitted to this or any other school for a

degree or for other requirements.

ARANAS, JOHN MARK

November ___, 2023

CHIU, ISABELA JULIA

November ___, 2023

DAVID, YESHUA MARION

November ___, 2023

TIU, AIKHIE B.
November ___, 2023

UA-O, AWESOME JOHN

November ___, 2023
 APPROVAL SHEET

This RESEARCH PAPER titled “FROM SCROLL TO CART: ASSESSING THE

EFFECT OF TIKTOK SOCIAL MEDIA MARKETING ON STUDENTS’ ONLINE
IMPULSE PURCHASES” prepared and submitted by ARANAS, JOHN MARK, CHIU,
ISABELA JULIA, DAVID, YESHUA MARION, TIU, AIKHIE BABARAN, UA-O,
AWESOME JOHN as a requirement for the degree of BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION has been examined and is recommended for Oral
Examination.

Toni Rose T. Fabroa, DBM

Adviser

________________________________________________________________

PANEL OF EXAMINERS

Approved by the Committee on Oral Examination with a grade of ______.

____________________ ____________________

Panelist Panelist

Approved and accepted in partial fulfillment of the requirements for the degree of
Bachelor of Science in Business Administration.

RUTH LOVE V. RUSSELL, DM

Dean, School of Business and Management
December 2023
 ACKNOWLEDGEMENT

The researchers would like to express their heartfelt gratitude to everyone who helped

finish this thesis. The advice, assistance, and encouragement I have had along the way

have been priceless.

We owe thanks to the mentors and advisers who guided the research by offering their

insightful opinions.

The researchers also thank their friends and coworkers for their informative talks that

improved the quality of their work.

We offer our gratitude to the organizations who supplied the tools and infrastructure

necessary for the completion of this study.

The researchers are appreciative of their families' constant support and belief in them.

Finally, the participants are thanked for their invaluable contributions and acknowledged

for giving freely of their time and ideas.

 TABLE OF CONTENTS

Page

TITLE PAGE i

CERTIFICATE OF ORIGINALITY ii

APPROVAL SHEET iii

ACKNOWLEDGMENTS iv

TABLE OF CONTENTS v

CHAPTER

1 THE PROBLEM

Introduction 1

Theoretical Framework 4

Conceptual Framework 7

Statement of the Problem 12

Hypothesis 13

Significance of the Study 13

Scope and Limitations 15

Definition of Terms 15

2 RESEARCH METHODOLOGY

Research Design 23

Research Environment 24
 Respondents and Sampling Procedure 24

Research Instrument 25

Validity and Reliability of Instruments 26

Data Gathering Procedure 26

Statistical Treatment 27

Scoring Guidelines 28

Ethical Consideration 28

3 REFERENCES

4 APPENDICES

Tables / Computations of Cronbach’s Alpha 36

Resume / Curriculum Vitae 37

Survey Questionnaire 42
 1

Chapter 1

THE PROBLEM

Introduction

Social media platforms have become an integral part of our daily lives. Over the

past few years, it has functioned as a facet for entertainment, communication, business,

education, and most importantly, it has become one of the most effective tools for

marketing. Among these platforms, TikTok has emerged as a prominent player,

captivating the attention of millions worldwide through its innovative short-form video

content. Tiktok’s rise to world domination began in early 2018 when it surpassed social

media giants Facebook, Instagram, Snapchat, and Youtube in downloads (Paul, 2022),

in 2020, at the heat of the Covid-19 Pandemic, the app’s explosive growth bolstered like

wildfire, it racked up downloads and reported a 45% increase in monthly active users

between July of 2020 to July of 2022. According to Ruby (2023), currently, Tiktok

reports 1.1 Billion monthly active users and according to Baclig (2023), 43.4 Million of

those users come from the Philippines who are aged 18 and up while 58.2 percent of

that number is reached by marketers through the platform’s ad service. Tiktok

accomplished in 4 years what Facebook and Instagram took 10 years to achieve.

This growth can be attributed to its large and engaged community which allows

many videos to become viral and gather views. According to Yang (2022), Tiktok is an

addictive form of entertainment due to its endless cycle of short-form videos which

follows a tailored algorithm. This algorithm shows the users the types of videos they are

interested in based on their interactions; from views, comments, follows, and likes.

Thus, each user has an enhanced experience on Tiktok as their feed is uniquely tailored
 2

to their interests. Furthermore, Tiktok also takes advantage of our environment and

lifestyle. In today’s fast paced society, most users no longer have time to watch long

videos such as YouTube. Thus, preferring short and concise content. Tiktok videos

typically range from 15 seconds to one minute. This encourages app users to make

their posts attention grabbing, visually appealing, and engaging. On the other hand, it

encourages users to stay on Tiktok or make a habit of enjoying its short-form content.

Tiktok is also a large player in social media marketing boasting a forecast of

$15.2 Billion Ad Revenue in 2023, defying the digital ad market slowdown (Cameron,

2023). The app uses innovative marketing strategies that allows brands and products to

reach their target audience. These methods are often very engaging and creative.

Examples of these are (1) Influencer collaboration, many brands partner with Tiktok

influencers, users with a lot of followers, to showcase and promote their product. (2)

Viral Brand Challenges, brands have leveraged Tiktok’s viewer reach and engagement

by creating enjoyable challenges which boost brand awareness. (3) Innovative Content

Format, Tiktok marketing has evolved into a wide range of content. These methods are

new, effective, and creative; which range from Point of Views, Honest Reviews, Try on

Hauls, and more. Lastly, Tiktok also has a Yellow Basket feature which allows sellers to

link their products to their videos. These sellers are called “affiliates” and earn

commissions per product sold. Due to the incentive, Tiktok influencers and sellers are

motivated to create effective video advertisements which drive up product sales and

brand awareness.

According to Fox (2023), in 2021, there were around 2.14 Billion unique online

shoppers globally. This means that over a quarter of the global population are internet
 3

users with access to at least one e-commerce site, and they’ve decided to make at least

one purchase online. Considering that only 60% of the world’s population has access to

the internet, this means that nearly half of internet users use it to shop online. With this,

it would be significant to see the contribution that TikTok makes to this gigantic market.

Overall, Tiktok’s user volume and effective social marketing makes it one of the

leading platforms in terms of active users and advertising revenue as mentioned in the

aforementioned studies. Amid the growing trend in online shopping, Tiktok is a

significant player in driving sales. However, online shopping is proven to drive impulse

purchases. Many would call this “budol”. Due to the convenience of shopping at the

palm of one’s hand, many individuals struggle with proper decision making before

making purchases. Compulsive shopping, known as “oniomania,” was first described in

the early 1900s by the German psychiatrist Emil Kraepelin. Around that time, many

people still believed in the concept of Homo economicus — a 19th-century idea that

viewed people as rational decision-makers who always act in their own self-interest.

Today, Homo economicus is extinct: Decades of psychological and economic

research has shown that what often drives one’s spending behavior is not rationality but

emotionality. Today, impulse purchases are defined as the sudden or immediate

purchase of a product without pre-shopping intention (Keenan, 2023). It occurs when a

shopper experiences an urge to buy a product, often spontaneous and without

hesitation and sometimes these purchases are followed by a temporary sense of

satisfaction or even regret and dissatisfaction with the product or service as users lack
 4

purchasing discernment. These innovative marketing strategies involve partnerships

with influencers, viral brand challenges, and more. These drive up engagement and

brand recognition for many products. As social media evolves, businesses are keen to

leverage these platforms to connect with potential consumers in novel ways, giving rise

to the phenomenon of social media marketing.

Theoretical Framework

Affective Valuation Theory

This theory suggests that emotions play a significant role in impulse buying.

Consumers make impulsive purchases to regulate their emotional states, seeking

pleasure, excitement, or relief from negative emotions. Emotional responses are central

to triggering spontaneous buying behavior. The first premise of AVT is that how people

ideally want to feel ("ideal affect") differs from how they actually feel ("actual affect").

The ideal effect of making an impulse purchase often differs from the actual effect, a

scenario of expectation vs. reality (Tsai, 2007).Scholars observed an evident connection

between user engagement and Tiktok’s algorithm optimization (Zhao, 2021). This

optimization involves continual improvement and personalization of content shown in

the user’s feed as it was programmed to observe and analyze user behavior,

preferences, and interactions. This tactic often traps the users into an endless cycle of

scrolling. Furthermore, a previous study also highlights the importance of the flow of

experience. This is an internal psychological feeling of enjoyment, concentration, and

time distortion in a user’s addiction behavior (Zhao and Zhou, 2021). As users are
 5

engrossed in short-form content, they lose track of time and enjoy scrolling for more

content. Thus, a positive relationship between users who indulge themselves in this flow

and Tiktok engagement.

Thus, impulse purchases and Tiktok content engagement are both influenced by

emotions (Sun et., al 2015). Impulse buyers seek emotional satisfaction through their

purchases which often leaves a gap between their expectation and actual emotions. On

the other hand, a user’s addictive nature stems from the emotional gratification derived

from the optimized algorithm (Smith and Short, 2021). Thus, emotions play a significant

role in both impulsive actions and addictive behavior.

Instant Gratification Theory:

Instant gratification was first coined by Sigmund Freud. It is the immediate

satisfaction or pleasure gained from a thing or an experience without any delay,

basically the complete opposite of the infamous delayed gratification. With impulse

purchases being defined as unplanned or spontaneous purchases by a consumer when

exposed to a stimulus (Parboteeah, 2005). These instances can happen when products

are priced low or when there is a new product. Such stimulus can involve product

sampling or product showcasing. The Instant Gratification Theory suggests that

customers desire immediate rewards or instant gratification. These desires can be

immediately satisfied by the products that they see and purchase (Pradhan, 2018).

Therefore consumers indulge in spontaneous purchases that lack discernment and

careful consideration of long-term consequences.

 6

Attention Economy Theory

The concept of attention economy was first coined in the late 1960s by Herbert

A. Simon, characterizing the problem of information overload as an economic one.

However, the concept has become increasingly popular with the rise of the internet

making content (supply) increasingly abundant and immediately available, and attention

becoming the limiting factor in the consumption of information. Davenport and Beck

(2001) first define the "economics of attention" as an approach to the management of

information that treats human attention as a scarce commodity and applies economic

theory to solve various information management problems. We are increasingly living in

an “attention economy” rather than an “information economy”.In today's digital age,

attention is a scarce resource. Davenport and Beck (2001) first define the "economics of

attention" as an approach to the management of information that treats human attention

as a scarce commodity and applies economic theory to solve various information

management problems3. We are increasingly living in an “attention economy” rather

than an “information economy”. Short-form videos, often less than a minute long which

is where the entire platform of TikTok is built upon, are designed to capture and hold

viewers' attention in a brief period. Attention Economy theory suggests that short,

engaging content is more likely to retain users' attention, making them more receptive to

marketing messages.
 7

Conceptual Framework

TikTok’s rapid growth gave birth to its massive influence across the world. This

influence has affected a lot of things like political ideals, adaptation of various cultures,

and most notably, it gave birth to new and innovative marketing strategies. This study

aims to assess the influence of (1) Conciseness, (2) Credibility, (3) Emotional Appeal,

and (4) Reach elements of TikTok’s social media marketing platform on students’ online

impulse purchases in terms of (1) Frequency, (2) Peso amount, (3) Post-purchase

Satisfaction.

Conciseness

Tiktok is notoriously known for its short-form video scheme partnered with their

threaded algorithm. In the modern era of marketing, this scheme is considered as one

of the most effective. According to Mody (2023), there are 5 reasons why this form of

content is highly effective for marketing. 1. It is attention-grabbing, easy to share, easy

to consume, cost-effective, and gains better engagement from its reach due to its short

and concise nature. Conciseness is the key to turning raw Reach into Engagements

then Influence and ultimately sales.

Part of making social media marketing effective is tackling the challenge of the

ever-shortening attention spans of modern human beings. Today, the average human

attention span is 8.25 seconds, which is shorter than a Goldfish’s that comes in at about
 8

9 seconds (Zauderer, 2023). This makes the element of conciseness very important.

And if anyone is able to master grabbing someone’s attention in the first 8.25 seconds

of interaction and finishing his entire message within less than a minute will have the

potential to rule the world of social media marketing.

Credibility

Confidence in a product or brand is one of the things that shorten the time needed for a

potential customer to make the decision of buying. That is why credibility is very

important. Goldsmith et al, (2000) stated that we all have that one product or brand in

our lives that we tested and have patronized ever since. This is because we know it’s

going to work all the time. A brand or influencer's reputation is always very important for

effective marketing. Without it, business will not stay afloat.

Emotional Appeal

At its most basic form, making impulse purchases is like making a rash decision

or choice. And rash decisions are most often referred to as emotional decision making.

Emotions play a huge role in our decisions, especially at the speed at which we make

them. Emotions such as Anger, Frustration, Fear, Excitement, Euphoria, or Guilt are

among the many other emotions that might trigger a “fight or flight” response that

enables us to make split-second decisions without much thought (Morin, 2013).

Marketers all over the world know this and hence use these emotions to their

advantage.
 9

Humans, as emotional as we are, it is self-explanatory that the more we are

interested in something, or the more we care about anything, the easier it is for that

thing to stir our emotions. With Tiktok’s algorithm, the platform is able to find out what

are the things that make us laugh, smile, cry, or cringe. Most importantly, it knows how

to convince us to buy stuff without directly shoving it into our face (Lerner, 2015). How

well an offering or a content translates a potential buyer’s attention to stirring up their

emotions will always mean a good thing and is the key to gaining influence over the

audience.

Reach

In the language of Social Media Marketing, Reach is the total number of people

who were able to see a particular content. In a perfect world, every one of TikTok’s

monthly active users would see every piece of content posted on the platform. Reach is

the most basic unit of Social Media Marketing and a

Content, no matter how well made, would be ineffective or useless if it does not get

enough reach. Hence, the importance of reach is emphasized.

In the marketing world, reach is translated as the amount of awareness that a

content or offering can attract from potential customers. Within itself, reach is the seed

to where every other step of making a sale online becomes possible. A potential

customer has seen and has been made aware of the product, this gives way to the next

initiative would be to close the sale. However, it is important to note that Reach does not

have any direct correlation to the actual consumption of whatever value the content or

offering was designed to provide. For example, a company could design an advertising
 10

campaign that was able to generate a reach of ten thousand individuals, but these

numbers may not generate the output that the company intended. They may lack other

key factors of engagement which show how much value the offering brought to viewers.

However, according to Moxey (2018), in the world of Marketing, Reach gives birth to

Engagements and then Influence. Influence is the ability of the marketing effort to direct

the awareness that Reach generates into a desired customer response. To establish

influence, the content or offer must provide value to the potential customers and make

them feel engaged in a way that they are willing to send value back to the marketer’s

way. One way of saying that the reach of a particular campaign is translatable to

potential customers is through measuring the amount of engagements the campaign is

getting. Engagements measure the amount of people who were engaged with your post

or campaign, these are the shares, likes, comments, clicks on attached links, and etc.

According to Terzinski (2022), there is a highlighted importance between reach and

engagements, often they are compared to each other, however you cannot track

engagements without tracking reach, so determining which one is important all depends

on what you are trying to achieve. When raising awareness about a brand or incoming

product, then reach alone is absolutely fine. But when trying to translate that awareness

into sales, then it is necessary to measure engagements. In the context of impulse

purchases, these are already closed deals, they are sales that were not even planned,

hence highlighting the importance of engagement in this study.

Impulse Purchases
 11

As stated in the introduction, impulse purchases are defined as immediate

purchases without pre-shopping intention (Keenan, 2023). These purchases are not

consciously planned and are often followed by immediate satisfaction. Emotions such

as joy or anger are internal factors while environmental stimuli is an external factor

which encourages a spontaneous purchase. These buying tendencies are often called

“Budol” and “Retail therapy”. To understand the influence of Tiktok’s social media

marketing to students’ making impulse purchases is to be able to translate the decision

into a measurable unit. To make this possible, measuring the frequency, peso amount,

and post-purchase satisfaction of the students’ impulse purchase that is attributed to

Tiktok’s social media marketing campaigns is highlighted.

Frequency

One of the variables that will be able to help measure the scale of TikTok’s social

media marketing to students making impulse purchases is to measure how frequent do

the students make such purchases attributed to TikTok’s social media marketing

schemes. It is recognized that impulse purchases are made not only because of

TikTok’s Influence hence only the purchases attributable to it will be measured.

Post-purchase Satisfaction

The final variable in measuring the influence of TikTok’s social media marketing

to students making impulse purchases is to measure satisfaction of the students in the

purchases that they have made, whether their expectations were met.
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Figure 1 presents the conceptual framework that the researchers have adopted

to guide their efforts and structure the study.

INDEPENDENT VARIABLES DEPENDENT VARIABLE

Figure 1. Schematic Presentation of the Study

Statement of the Problem

The primary objective of this study is to examine how TikTok social media

marketing might impact the buying behavior of students in a setting. Specifically the

research aims to address the following issues;

1. How do the respondents rate TikTok's social media marketing influence in terms

of the following elements:

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1.1 Conciseness;

1.2 Credibility;

1.3 Emotional Appeal; and

1.4 Reach?

2. How do the students rate their online impulse purchases in terms of:

2.1 Frequency; and

2.2 Post-purchase satisfaction?

3. Is there a significant relationship between the elements of TikTok social media

marketing and online impulse purchase?

Hypothesis

Problems 1 and 2 are hypothesis-free. In relation to problem 3, the null

hypothesis was subjected to testing at a significance level of 0.05.

H01: There is no significant relationship between the elements of TikTok social media

marketing and students’ online impulse purchases.

Significance of the Study

The study will clarify the influence of TikTok’s innovative social media marketing to

students' online purchasing behavior and social media marketing, notably on purchases

made without pre-planning, otherwise known as impulse purchases. The following

people stand to gain from this research:

 14

● Consumers: Students and other customers will benefit from the study's

understanding of the possible causes and impacts of their impulsive TikTok

purchases. This knowledge may result in better decision-making and a

decreased propensity for impulsive purchases.Students may create ways to

better control their online buying behaviors with the help of the study's insights,

which may result in increased financial stability and frugal spending habits.

● E-commerce Businesses: E-commerce platforms will be able to modify their

user interfaces, product suggestions, and advertising strategies once they have a

greater knowledge of how TikTok affects impulse purchases. This may then

result in higher conversion rates and greater consumer involvement.

● Marketing Experts: This study's findings will give advertisers a thorough grasp

of how TikTok affects students' impulsive buying habits. By using this

information, marketing tactics may be improved, content production can be made

more effective, and campaigns can be made to fit the psychology of impulsive

purchasing.

● Researchers: The results of this study can add to the body of knowledge already

available on consumer behavior, social media marketing, and impulsive buying. It

may be used as a starting point for further investigation, resulting in a better

comprehension of the connection between social media platforms and

purchasing behavior.

● Students : Awareness on marketing schemes and algorithms used by tiktok and

various social media platforms as well as its effect on buying behaviors. This
 15

research can contribute to a broader understanding of how social media impacts

consumer behavior, particularly among the younger demographic of students.

Scope and Limitations

The goal of this study is to determine how TikTok social media marketing

influenced students' online impulse purchases. The study specifically tries to assess

how TikTok marketing campaigns, schemes, and algorithms influenced students'

impulse to make unplanned purchases while browsing on TikTok’s platform.

Furthermore, the study will concentrate on a target population of students, taking

into account variables like age, gender, as well as potential interactions between these

populations and TikTok marketing stimuli. It is only open to university students enrolled

for the first semester of the academic year 2023–2024 in Cagayan de Oro, Philippines.

The respondents are only those who made impulse purchases due to any of TikTok’s

social media marketing schemes. Quantitative data from surveys and interviews, will be

analyzed for the study.

The outcomes of this study may only be partially generalizable to other groups or

platforms aside from TikTok or students. Due to the study's exclusive emphasis on

students' TikTok-influenced impulse purchases, the findings might not be generalizable

to a larger population.

Definition of Terms

The following terms are conceptually and operationally defined:

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Social media marketing- may be thought of as a type of digital marketing

strategy that makes use of the reach and influence that social networks have over target

audiences. It includes both the art and science of creating captivating content,

encouraging genuine connections, and utilizing social media's viral nature to accomplish

corporate goals.

For this study, social media marketing is the methodical application of online

communities and social media platforms to the promotion of goods, services, or brands.

In order to accomplish marketing objectives like raising brand awareness, boosting

website traffic, or generating leads and sales, it entails developing and sharing content,

interacting with users, and using a variety of strategies.

Conciseness- is the trait of being consice and to the point in communication,

expressing information clearly and effectively without adding extraneous details or using

excessive language.

Conciseness is emphasized as a communication guideline in this study because

it ensures that the intended message is clearly received without overwhelming the

listener with unnecessary details and consuming too much time.

Credibility- This refers to the believability, reliability, and trustworthiness of a

source, person, organization, or information. It is often assessed based on expertise,

consistency, transparency, and factual accuracy.

In this study, credibility is a measure of the degree to which something can be

considered trustworthy and dependable. It is a critical factor in influencing how

individuals perceive and accept information or messages.

 17

Emotional appeal- refers to the deliberate use of feelings like joy, sorrow,

enthusiasm, or empathy to engage the target audience more deeply. It entails

developing content and message that speaks to the emotions, ideals, and aspirations of

the target audience. Invoking emotional reactions is intended to motivate engagement,

brand loyalty, and action.

For this study, emotional appeal in social media marketing can be conceptualized

as the purposeful creation of material, graphics, and language that elicits particular

emotional responses in the audience. In order to evoke feelings that are consistent with

the goals of the brand, this may involve the use of storytelling techniques, realistic

scenarios, motivational stories, or empathic messaging. For instance, a company might

employ touching tales to foster a sense of affinity or fervor in preparation for the

introduction of a new product

Engagements- a brand or organization's interaction, communication, and

participation with its target audience on various social media platforms is referred to as

social media engagement. It denotes how much a person engages with, consumes,

shares, and reacts to the content that a brand shares. Engagement takes into account

both qualitative and quantitative factors, like the audience's emotional connection and

level of trust, in addition to quantitative measures. It is a useful gauge of a brand's

influence, online presence, and capacity to develop close bonds with its customers.

In this study measuring individual user activities and behaviors on social media

platforms enables operationalization of engagement. Following are some important

factors and indicators that affect social media engagement, including likes and
 18

responses, comments, shares and retweets, followers and follower reciprocation,

mentions and tags, time spent, and engagement rate.

Emotional Response - An emotional response is a reaction or feeling triggered by

a specific event, situation, thought, or external stimulus. It involves the experience of

emotions such as happiness, sadness, anger, fear, or surprise, which can manifest

through physiological changes (like increased heart rate or tears), cognitive processes

(such as thoughts and perceptions), and behavioral expressions (like smiling or crying).

Emotional responses vary from person to person and are influenced by individual

experiences, cultural factors, and personal interpretations of the stimuli.

Reach - The total number of distinct people or audience members who have

been exposed to a certain message, advertisement, or piece of content via a particular

media or platform is referred to as reach.

Reach is a parameter used in this study to gauge the potential reach of

communication or effect. It represents the extent of a message's dissemination and the

possible audience it could have.

Student Online Impulse Purchase- A student online impulse purchase refers to

a spontaneous buying decision made by a student, typically in an online context, without

much prior planning or consideration. This could involve purchasing products or

services that were not initially intended to be bought.

In this study a student online impulse purchase is characterized by its unplanned

and emotionally-driven nature. It's a purchase made on a whim, often influenced by

 19

factors like attractive discounts, persuasive marketing, and the desire for immediate

gratification.

Attributable Frequency - refers to the number of times a student has made an

unplanned purchase or otherwise called an impulse purchase attributable to TikTok

social media marketing

Peso Amount of Attributable Purchases-The peso amount of attributable

purchases in social media marketing represents the monetary value of sales or

transactions directly linked to a specific marketing campaign, initiative, or social media

activity. It reflects the revenue generated as a result of measurable actions taken by

users who were exposed to and influenced by a particular marketing effort.

For this study, calculating the peso amount of attributable purchases involves

using tracking tools and analytics to attribute sales or conversions to specific social

media marketing activities. This can be achieved through the use of tracking pixels,

unique coupon codes, referral links, or other tracking mechanisms that connect

customer actions (e.g., purchases) to social media interactions. By determining the

revenue generated from these attributable actions, marketers can assess the ROI

(Return on Investment) of their social media campaigns.

Post-Purchase Satisfaction- In social media marketing refers to the level of

contentment or fulfillment experienced by customers after making a purchase that was

influenced or facilitated by social media interactions. It encompasses the customer's

overall perception of the product, the buying process, and their interaction with the

brand, all of which contribute to their satisfaction.

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For the purpose of the study, post-purchase satisfaction is assessed through

various methods, including surveys, feedback forms, online reviews, and sentiment

analysis. Marketers and businesses seek feedback from customers who made

purchases influenced by their social media marketing efforts. This feedback can help

gauge customer satisfaction, identify areas for improvement, and inform strategies for

enhancing the overall customer experience. High levels of post-purchase satisfaction

often lead to customer loyalty, repeat purchases, and positive word-of-mouth marketing

on social media.

Impulse Purchase -An impulse purchase in social media marketing refers to a

buying decision made spontaneously and without extensive prior planning or

consideration. It is often driven by emotions or external triggers, such as seeing a

compelling social media ad, an influencer's recommendation, or a limited-time offer.

Impulse purchases are typically characterized by quick, unplanned actions.

For the purpose of the study, an impulse purchase can be identified by tracking

specific metrics and behaviors on social media. For instance, a sudden spike in website

traffic or conversion rates following the launch of a social media ad campaign may

indicate that users are making impulse purchases. Understanding the factors that

trigger these impulsive buying decisions helps marketers tailor their content and

promotions to encourage such behavior

Influence- Influence in social media marketing refers to the ability of individuals

or entities to shape the thoughts, behaviors, and decisions of their online audience. It is

the capacity to inspire trust, credibility, and authority within a specific niche or industry.
 21

Influencers often leverage their expertise, authenticity, and reach to impact the opinions

and actions of their followers, ultimately driving engagement and conversions.

In this study, influence is operationalized by identifying key individuals or

accounts (influencers) within a particular domain. Metrics such as follower count,

engagement rate, and the ability to sway audience opinions are used to assess an

influencer's impact. Brands collaborate with influencers to promote products or services

to their engaged and relevant audience, aiming to benefit from the influencer's credibility

and reach.

Marketing- in the context of social media refers to the strategic process of

creating, promoting, and delivering value to a target audience through various digital

channels and platforms, with the goal of achieving specific business objectives. It

involves understanding customer needs, developing compelling content and messages,

and utilizing social media tools to reach, engage, and convert prospects into loyal

customers.

For this study, marketing involves the implementation of marketing strategies on

social media platforms. This includes creating and curating content, managing social

media profiles, running paid advertising campaigns, monitoring metrics, and adapting

strategies to optimize performance. The objective is to build brand awareness, generate

leads, increase sales, or achieve other marketing goals using social media as a primary

channel.

Social media- is a digital communication platform that enables users to create,

share, and interact with content and connect with others online. It serves as a virtual
 22

space where individuals and businesses can share information, engage in

conversations, build relationships, and express themselves through text, images,

videos, and other multimedia formats.

For this study,social media comprises a range of online platforms and tools,

including but not limited to platforms like Facebook, Twitter, Instagram, LinkedIn,

YouTube, TikTok, and Snapchat. It involves the creation and sharing of content,

engagement with followers and users, the use of analytics to measure performance,

and the implementation of marketing strategies to achieve specific business objectives,

such as brand awareness, lead generation, or sales conversion. Social media

marketers leverage these platforms to reach and connect with their target audience

effectively.

TikTok - is a well-known social media network that enables users to engage with

a wide variety of creative material and create, share, and discover short films that are

frequently set to music.

For the purposes of this study, "TikTok" refers to the social media platform where

users can create and view brief movies, usually lasting between 15 and 60 seconds, as

well as interact with other kinds of user-generated material.

 23

Chapter 2

RESEARCH METHODOLOGY

In this chapter the following necessary parts will be discussed; Research design,

research environment, respondents and sampling procedure, research instrument,

validity and reliability of instrument, data gathering procedure, statistical treatment,

scoring guideline, and the details necessary for the research instrument.

Research Design

This study employs a descriptive causal research design to investigate the

influence of TikTok social media marketing on students' impulsive online purchasing

behavior. According to Reichheld (2021) descriptive research design aims to

phenomenon, situation, or population. More specifically, it helps answer the what, when,

where, and how questions regarding the research problem rather than the why.

Meanwhile causal research design has been deemed well-suited for this research as it

allowed the researchers to establish cause-and-effect relationship between variables.

According to Bhandari (2021), causation means that a change in one variable causes a

change in another variable. Both of which are the necessary tools to provide empirical

evidence concerning how factors such as conciseness, credibility, emotional appeal

(encompassing emotional response and relatability), and the extent of TikTok marketing
 24

reach (including user engagement) collectively influence students' impulsive online

purchasing decisions.

Research Environment

This study will be conducted at a private university at 73 Corales Ave. Cagayan

de Oro City, Misamis Oriental, run by the Society of Jesus, it was founded in 1933. It

was named in honor of the Jesuit missionary St. Francis Xavier. The institution

comprises nine academic units, including three schools (Education, Business and

Management, and Medicine) and six colleges (Agriculture, Arts and Sciences,

Computer Studies, Engineering, Nursing, and Law). Grounded in its core values of

promoting social responsibility. The university remains committed to actively addressing

the pressing societal challenges in Mindanao and the Philippines. This commitment is

exemplified through the continual refinement of academic offerings and the

strengthening of community outreach initiatives that tackle important issues, including

education, poverty alleviation, environmental conservation, sustainable development,

and the pursuit of social equity.

Respondents and Sampling Procedure

According to information from the school's registrar, Eight-Thousand and Two

(8,002) students were registered for the 2023–2024 school year's first semester.
 25

College students are active at making impulse online purchases, they were

chosen as responders. Moreover, in China, college students have more disposable

money than junior high school students and senior high school students, so the

possibility of impulsive buying is also higher (Chen et al., 2021). In a similar study,

conducted by Chen (2022), college students were chosen as the sample for three main

reasons. First, compared to other age groups, young people are more impulsive

(Pechmann et al., 2005). Second, young people are the main users of social media

(Van Tran et al., 2022). College students who grew up in the Internet age are more

inclined to use social media to communicate than to engage in face-to-face

communication (Punyanunt-Carter et al., 2018). Third, young people are the main force

of online shopping (Van Tran et al., 2022). The research model is going to test using

data collected from college students by employing a professional questionnaire platform

through random sampling method. Applying Cochran's formula, the sample size for the

given population is 365 considering the margin of error of 5%, with a confidence level of

95%, and a 50% response distribution.

Research Instrument

In order to gather the needed data for this research, a 30-item structured

questionnaire was utilized. It is divided into three (9) parts: the first section includes

filtering respondents with the aim of making the survey only accessible to respondents

who used the social media platform Tiktok, as well as those who have admittedly made

an impulse purchase online. The second part up to the ninth of the instrument are

questions regarding the variables of TikTok social media marketing. It covers the

independent variables which are the elements of tiktok social media marketing:
 26

conciseness, credibility, emotional appeal and reach as well as the dependent variables

which are the attributable frequency and satisfaction of the impulse purchases made by

the students. A four-point Likert scale was used to assist the respondents in expressing

how much they rated each of the elements in context to the students' impulse purchase,

the satisfaction of the students after purchasing products online, and the intensity of

Tiktok use that affects impulse purchase behavior.

Validity and Reliability of Instrument

With the related literature as the basis, the researchers structured the survey and

established its validity with the help of three experts. Additional questions were added

for each variable and more research experts have been sought out who are more

associated in the field, a suggestion from a research professor of the MBA program.

She highlighted the importance of scoring each statement on the degree of relevance

and a need to compute a content validity index (CVI) which will be performed by the

researchers.

Following the suggested improvements from the experts, a pilot study was

conducted. The research instrument was specifically distributed to (30) students

enrolled in different colleges of S.Y. 2023-2024 in Xavier University who had made an

online impulse purchase and who were not included in the final list of respondents. By

conducting a pilot testing, the reliability of the research instrument has been tested and

according to Collins (2007) should yield a Cronbach’s Alpha of 0.70 or higher. The

result of the pilot testing rendered a Cronbach’s Alpha of 0.84 or "good". This means

that the instrument can be granted to the actual survey.

 27

Data Gathering Procedure

The researchers will utilize Google Forms to conduct an online survey only

accessible to Xavier University which will be filtered by requiring the survey participants

to input their Xavier University Students’ Email making the survey exclusively within the

University Organization. The survey will also be filtered by making the rest of the survey

only accessible if the participant answered yes to the first two questions being of

whether or not they use Tiktok and have admittedly made an impulse purchase online

that they can recall. The survey was handed out by approaching random students

around the university and asking their consent to participate in a quick online survey, a

QR code or link will then be presented to them wherein if scanned would direct them to

the Google Form.

As soon as the respondents opened the survey, they were immediately greeted

by the cover letter which gave them information about the background of the study, the

researchers, and the aim of the study. The moment they scanned the QR code, they

already gave their consent to be one of the respondents of this research. All the

respondents were given a copy of the receipt for their participation after they completed

the survey.

Statistical Treatment

Following the data gathering procedure, the respondents' responses were

recorded by directly linking their responses to a Google Sheet with their respective

university emails being their designated respondent serial number. The researchers
 28

started off with a composite score calculation for each of the elements by taking the

mean (average), or the sum of the responses across the elements so they may be

properly represented in the assessment. The researchers then proceeded to compute

the descriptive statistic in the form of standard deviation for the composite scores that

gave an overview of the central tendency and variability of the elements.

Finally, the researchers conducted an multivariate analysis of variance

(MANOVA) which showed the collective impact of the elements of the independent

variable across the elements of the dependent variable.

Scoring Guideline

Each item answered by the respondents was assigned to a specific numerical

code provided by the researcher prior to data collection.

Elements of TikTok Social Media Marketing and Online Impulse Purchase

Point Scale Range Description

4 3.01 - 4.00 Strongly Agree

3 2.01 - 3.00 Agree

2 1.01 - 2.00 Disagree

1 0.99 - 1.00 Strongly Disagree

Ethical Considerations

This section encompasses the ethical considerations of the study. The

researchers acknowledge the importance of adhering to ethical standards, thus making

 29

it a requirement to apply these standards during the gathering, processing, and

dissemination of information related to this study.

Research Details. This study aims to understand the relationship between

Tiktok social media marketing and the online impulse purchases of students. As

discussed in Chapter 1, the elements of Tiktok marketing are: consciousness,

credibility, emotional appeal, and reach. This study aims to assess the influence of

these elements on TikTok’s social media marketing platform on students’ online impulse

purchases in terms of Frequency and Post-purchase Satisfaction. It also aims to

understand the impulse purchase phenomenon influenced by Tiktok through the

aforementioned theoretical frameworks such as Affective Valuation Theory, Instant

Gratification Theory, and Attention Economy Theory. For this research, the chosen

respondents will be college level students from Xavier University Ateneo de Cagayan,

Cagayan de Oro City. The researchers are Business Administration university students

majoring in Marketing Management and Financial Management. This makes the study

relevant, insightful, and valuable.

Details of the Respondents. As the study focuses on Tiktok’s marketing

elements as mentioned previously, and their influence and/or correlation to the impulse

purchasing habits of students, the researchers made certain that all survey participants

were all college student enrollees of the first semester of S.Y. 2023-2024 of a private

university in Cagayan De Oro. The researchers guaranteed that all students were

selected at random and were not below the age of 18 years old. Furthermore, it was

prioritized that all participants were not influenced by any external elements or third
 30

parties, and were the sole decision maker in the purchase process. They were also

required to have had previous experience in online purchasing prior to data collection.

Risk and Risk Management. The participants were assured by the researchers

that taking part in the study only consisted of answering a Google form that would not

take more than 15 minutes of their time. The research instruments remain concise and

stress-free to assure that all participants had an uncomplicated and straightforward

experience while participating. The contact information of the researchers was provided

in any instance that the participant had any inquiries regarding the survey material, its

intended purposes, or if they ever wished to withdraw from the study completely. All

participants took the survey voluntarily, while simultaneously having all options for

inquiry and withdrawal open at all times.

The respondents were assured that their academic standing would be completely

separate and unaffected by the study. Should participants feel there has been any

present or potential ethical, technical violations or breaches, they were free to report

this to the existing appointed committee that handles such situations.

Confidentiality and Anonymity. Gathering sufficient data for the study is the

primary objective. In order to comply with ethical standards of personal information

privacy, the researchers strictly complied with the Republic Act 10173, or the Data

Privacy Act of 2012, in order to ensure the information safety of all participants involved.

All respondents were randomly selected and not influenced in any way into

participating.

The full burden of responsibility in ensuring the safety and confidentiality of

information gathered in this study will be on the researchers. All identities will remain
 31

completely anonymous throughout all stages of the study. Whether it is data analysis,

data application, or the publishing of data through trusted publications and outlets, all

information will remain protected. When the study was concluded, all findings, including

the online surveys, were encrypted, and all Email addresses associated with the study

were deleted, ensuring no remaining digital footprint of said information remains

present. Furthermore, the data gathered will be privately stored online, and if deemed

necessary, would be properly disposed of.

Benefits. The participants were not compensated or rewarded in any form. As

previously stated, they participated in this study through conscious and uninfluenced

volunteering.
 32

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Business & Economics Research (JBER),, Vol. 14 No. 1 . Retrieved from

https://clutejournals.com/index.php/JBER/article/view/9554

Baclig, C. E. (2023, March 30). PH is among the most TikTok-crazed countries in

the world. Retrieved from Inquerrer.Net:

https://newsinfo.inquirer.net/1750258/ph-among-most-tiktok-crazed-countries-in-

the-world

Cameron, R. (2023, March 20). TikTok to Reach $15.2 Billion in Global Ad

Revenue in 2023 Defying Digital Ad Market Slowdown. Retrieved from Branding

in Asia: https://www.brandinginasia.com/tiktok-to-reach-15-2-billion-in-global-ad-

revenue-in-2023-defying-digital-ad-market-slowdown/

Davenport, T. H., & Beck, J. C. (2001). The attention economy: Understanding the new

currency of business. Harvard Business School.

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Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000, May). The impact of

corporate credibility and celebrity on consumer reaction ... The Impact of Corporate

Credibility and Celebrity on Consumer Reaction to Advertisements and Brands.

https://www.researchgate.net/publication/261656448_The_Impact_of_Corporate_Credi

bility_and_Celebrity_on_Consumer_Reaction_to_Advertisements_and_Brands

Jessica P. Abel, B.-N. L. (2016). Social Media and the Fear of Missing Out: Scale

Development and Assessment. Journal of Business & Economics Research, Volume

14, Number 1.

Keenan, M. (2023, January 10). What is impulse buying and how do you

encourage it (2023). Shopify. https://www.shopify.com/ph/retail/10-tactics-for-impulse-

buying

Lee, Q. Y.-C. (2022, August 31). What Drives the Digital Customer Experience

and Customer Loyalty in Mobile Short-Form Video Shopping? Evidence from Douyin

(TikTok). Retrieved from MDPI: https://www.mdpi.com/2071-1050/14/17/10890

Parboteeah, V., Wells, J. D., & Valacich, J. S. (2011, May). Research Article

Online Impulse Buying: Understanding the Interplay between Consumer Impulsiveness

and Website Quality. Research Gate. https://www.researchgate.net/profile/D-

Parboteeah/publication/220580519_Research_Article_Online_Impulse_Buying_Underst

anding_the_Interplay_between_Consumer_ImpUlsiveness_and_Website_Quality/

links/00b4953b458ac3ba1f000000/Research-Article-Online-Impulse-Buying-

Understanding-the-Interplay-between-Consumer-Impulsiveness-and-Website-

Quality.pdf
 34

Paul, K. (2022, October 23). From dance videos to global sensation: what you

need to know about TikTok’s rise. Retrieved from Guardian News & Media Limited:

https://www.theguardian.com/technology/2022/oct/22/tiktok-history-rise-algorithm-

misinformation

Pradhan, V. (2018, August). Study on Impulsive Buying Behavior among

Consumers in Supermarket in Kathmandu Valley. Research Gate.

https://www.researchgate.net/publication/327354814_Study_on_Impulsive_Buying_Beh

avior_among_Consumers_in_Supermarket_in_Kathmandu_Valley

Ruby, D. (2023, October 19). 45+ Tiktok Statistics in 2023 (users, Revenue &

Trends). DemandSage. https://www.demandsage.com/tiktok-user-statistics/

Smith, T. E., & Short, A. (2022, January 24). Needs affordance as a key factor in

likelihood of problematic social media use: Validation, Latent Profile Analysis and

comparison of TikTok and Facebook problematic use measures. Addictive Behaviors.

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Terzinski, K. (2022, February 4). Facebook insights: Distinguishing reach vs.

engagement. https://pyxl.com/blog/facebook-insights-distinguishing-reach-v-

engagement/

Tinne, W. S. (2010, July-December). Impulse Purchasing: A Literature Overview.

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 35

Yang, H., & Elhai, J. D. (2021, January 18). On the psychology of TikTok use: A

first glimpse from empirical findings. Frontiers.

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Zauderer, S. (2023, July 24). Average human attention span by age: 47 statistics.

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phenomenon. Research Gate.

https://www.researchgate.net/publication/349000779_Analysis_on_the_Douyin_Tiktok_

Mania_Phenomenon_Based_on_Recommendation_Algorithms
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APPENDIX A:

Cronbach Computation
 37

Curriculum Vitae

Name: Aranas, John Mark U.

 38

Address: Cugman, Cagayan de Oro City

Email: janmarkaranas@gmail.com
Contact No.: 09264946741

PERSONAL DATA

Age:22
Date of birth: July 21, 2001
Place of birth: Cagayan de Oro City
Height: 5’7”
Weight: 74 kg
Gender: Male
Religion: Roman Catholic
Nationality: Filipino
Civil Status: Single
Language Spoken: English, Filipino and Cebuano
Skills: Service waiter and basic skirting

EDUCATIONAL BACKGROUND

Primary Level
Gusa Elementary School
Cagayan de Oro City
2008-2014

Secondary Level
Junior High School
Agusan National High School
2014-2018

Senior High School

Capitol University
Cagayan de Oro City
Strand: STEM- Engineering
2018-2020
College
Xavier University – Ateneo De Cagayan
Cagayan de Oro City
Course: BS and Business Administration major in Financial Management
2023 (present)

Name: Chiu, Isabela Julia U.

Address: St. Ignatius Street, Kaus, Cag. de Oro City
Email:isabelajuliauychiu@gmail.com
Contact No.: 09778508811
 39

PERSONAL DATA
Age:21
Date of birth: January, 3, 2002
Place of birth: Cagayan de Oro City
Height: 5’1”
Weight: 40 kg
Gender: Female
Religión: Protestant
Nationality: Filipino
Civil Status: Single
Language Spoken: English, Filipino and Cebuano
Skills: Video Editing, Graphic Design, Public Speaking

EDUCATIONAL BACKGROUND

Primary Level
Oro Christian Grace School
Macasandig,Cagayan de Oro City
2008-2014

Secondary Level
Oro Christian Grace School
Macasandig,Cagayan de Oro City
2014-2018

Senior High School

Oro Christian Grace School
Macasandig,Cagayan de Oro City
Strand: Accounting, Business, and Management (ABM)
2018-2020

College
Xavier University – Ateneo De Cagayan
73 Corrales Ave. Cagayan de Oro City
Course: Bachelor in Business Administration Major in Marketing Management
2023 (present)

Name: David, Yeshua Marion

Address: 78 Julio Pacana St. Barangay 23, Cag. de Oro City
Email:woi.yeshua@gmail.com
Contact No.: 09059111589
 40

PERSONAL DATA
Age:23
Date of birth: September 12, 2000
Place of birth: Pagadian City
Height: 5’6
Weight: 60 kg
Gender: Male
Religión: Roman Catholic
Nationality: Filipino
Civil Status: Single
Language Spoken: English, Filipino and Cebuano
Skills: Financial Analysis, Reporting, and Forecasting

EDUCATIONAL BACKGROUND

Primary Level
Zamboanga Sto. Nino Village School
Sto. Nino Village, Zamboanga City
2007-2014

Secondary Level
Zamboanga Del Sur National High School (DOST)
Sta Maria,Pagadian City
2014-2018

Senior High School

Zamboanga Del Sur National High School SHS - Stand Alone
Sta Maria,Pagadian City
Strand: Humanities and Social Sciences (HUMMS)
2018-2020

College
Xavier University – Ateneo De Cagayan
73 Corrales Ave. Cagayan de Oro City
Course: Bachelor of Science and Business Administration Major in Financial
Management
2023 (present)

Name: Tiu, Aikhie B.

Address: Kauswagan, Cagayan de Oro City
Email: aikhieztiu15@gmail.com
Contact No.: 09976442608

PERSONAL DATA
 41

Age:22
Date of birth: January 16, 2001
Place of birth: Cagayan de Oro City
Height: 5’7”
Weight: 65 kg
Gender: Male
Religion: Roman Catholic
Nationality: Filipino
Civil Status: Single
Language Spoken: English, Filipino and Cebuano
Skills: Video Editing and Basic Graphic Design

EDUCATIONAL BACKGROUND

Primary Level
Balulang Elementary School
Villa Verde, Cagayan de Oro City
2008-2014

Secondary Level
Junior High School
Misamis Oriental General Comprehensive High School
Velez Street, Cagayan de Oro City
2014-2018

Senior High School

Liceo de Cagayan University
Rodolfo N. Pelaez BCagayan de Oro City
Strand: ABM
2018-2020

College
Xavier University – Ateneo De Cagayan
73 Corrales Ave. Cagayan de Oro City
Course: Bachelor of Science and Business Administration Major in Financial
Management
2023 (present)

Name: Ua-o, Awesome John M.

Address: Kauswagan, Cagayan de Oro City
Email:iamawesomemacarayauao@gmail.com
Contact No.: 09054735084

PERSONAL DATA
Age:23
 42

Date of birth: July 6, 1999

Place of birth: Cagayan de Oro City
Height: 5’9”
Weight: 70 kg
Gender: Male
Religión: Iglesia Filipina Independiente
Nationality: Filipino
Civil Status: Single
Language Spoken: English, Filipino and Cebuano
Skills: Leadership and Graphics Design

EDUCATIONAL BACKGROUND

Primary Level
Bongbongon Elementary School
NHA, Kauswagan, Cagayan de Oro City
2008-2014

Secondary Level
Junior High School
Cagayan de Oro National High School
Nazareth, Cagayan de Oro City
2014-2018

Senior High School

Liceo de Cagayan University
Rodolfo N. Pelaez BCagayan de Oro City
Strand: ABM
2018-2020

College
Xavier University – Ateneo De Cagayan
73 Corrales Ave. Cagayan de Oro City
Course: Bachelor of Science and Business Administration Major in Financial
Management
2023 (present)
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QUESTIONNAIRE
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QUESTIONNAIRE LINK: https://forms.gle/J44cXPh51e4tHMcZ8